The One Big Mistake Spirit Airlines Made In Its Latest PR Disaster

Spirit Airlines was in hot water last week after it refused to
refund the airfare of a veteran with terminal cancer who
explained his situation and tried to cancel a trip.

Jerry Meekins, a 76-year-old veteran, went public after the
airline refused him a refund, the
Huffington Post reported. Even after the fact, it came
forward with this statement:

We receive many requests for refunds every day for similar
situations. It wouldn't be fair to bend policy for one and not
all. We will not make customers who follow the rules pay for
those who don't. It's just not fair.

By the time CEO Ben Baldanza came forward to say he'd refund the
ticket, the damage had been done. In its latest
PR crisis, Spirit was viewed as unforgiving and cold.

"When any company receives a complaint, it essentially has two
choices. One, treat the complaining customer like he’s a pain in
the neck," Kaufman says. "Or two, appreciate each complaining
customer and use the complaint as an opportunity to improve."